Champaign Bank

Client Background

Since 1851, Champaign Bank held fast to maintain its independence from being absorbed by megabanks by localizing decision making and building its services around its hometown customers.

With no marketable qualities and little equity in the old logo, Caler&Company was commissioned to create a new direction for a brand icon that better represented a bank with a marketplace presence of 158 years. The new logo became the cornerstone for an entire marketing overhaul for Champaign Bank.

The Challenge

Creating a new identity system for a 150 year-old financial institution is no easy task, especially when the identity must symbolize and reflect, independence, corporate culture and a vision for growth.

A new design system used
design elements from the new
logotype.

Annual reports beautifully
conveyed the revitalized new
identity.

New presentation tools enabled
sales team members to confidently,
quickly and persuasively convey
their retail offerings.

The Outcome

Caler&Company held several in-depth interviews with Champaign Bank's senior management team, assessing their current culture, strengths and goals. As a result, Caler&Company developed a strategic marketing communications plan that included a new logo, positioning statement, graphics standards guide, collateral, presentation folders, new stationery and the 150th year anniversary report to stockholders.

A standards guide was created
so that multiple branches were
on the same page with logo
useage standards.

The holding company could now
leverage its assets by building its
brand towards relevance.

Dynamic charts & graphs using
new standards helped convey
positive financial achievements.

"The key elements developed by your design team get the credit for this renewed energy. Your group's consultations have helped steer us in this endeavor. Although the design process seemed arduous at times, I am compelled to believe that your firm's guidance to the end result is tangible evidence that identity, image and brand - although seemingly intangible - are nonetheless an important asset for Champaign Bank."

Michael J. Lamping, CPA
Chairman, President & CEO

The Caler Team created
a compelling brand promise.

The 150 year-old
bank's new identity
was in stark contrast
to a tired and worn
image.